The Peak District and the wider county of Derbyshire have been promoted to thousands of people and travel trade buyers at three renowned travel events in Dublin and London.
As international travel begins to increase, the area’s official destination management organisation has been working hard to keep both county and peak in forefront of the minds of potential visitors and the world’s leading travel trade operators.
Visit Peak District & Derbyshire showcased the destination to an estimated 40,000 visitors at Ireland’s biggest annual travel exhibition, the Holiday World Show, in Dublin and also met with key international travel trade representatives at VisitBritain’s Showcase Britain event and the Britain & Ireland Marketplace, both held in London.
While capturing demand from the rise in domestic staycations has been a key part of their recovery marketing efforts, keeping international markets warm has been just as important, and the Holiday World Show which ran at the end of January was the first large-scale opportunity the organisation has had since the pandemic to promote the Peak District and Derbyshire to overseas visitors and travel trade buyers.
Visitors to the Visit Peak District & Derbyshire stand were given information on the destination’s vibrant tourism offer and had the chance to taste local produce, whilst there was also promotion to international trade representatives and a meeting with overseas tour ooperators and travel trade buyers with links made with key decision makers.
Jo Dilley, Managing Director of Visit Peak District & Derbyshire, said: “Increasing international travel to the Peak District and Derbyshire is crucial for the recovery and growth of the visitor economy. Being part of these important face-to-face events helps showcase the area as a world-class destination for both international visitors and key travel trade buyers, inspiring visits from overseas markets which are continuing to build their confidence about returning to the UK again.
“There are lots of potential opportunities for the area to benefit from some big events happening in 2023, with international visitors expected to take a keen interest in both the Eurovision Song Contest in Liverpool and King Charles III’s Coronation, which gives us plenty of reasons to shout about the Peak District and Derbyshire as a must-visit holiday destination.”
Visit Peak District & Derbyshire’s work to increase international visitor numbers is in line with its key aims to drive visitor spend, boost overnight stays, and extend the tourism season.
Inbound tourism has been identified as a key driver of recovery and economic growth and VisitBritain predicts international visits to the UK will total 35.1 million in 2023 (86% of 2019 levels), with a spend of £29.5 billion (104% of 2019 levels).